Of all the phenomenons of the new age, there is none quite as explosive as the growth of TikTok. What began as a platform for teenagers lip-syncing popular songs and young people partaking in viral dances has transformed into a powerful tool for businesses worldwide. In Nigeria, where mobile internet usage is high and young consumers make up a significant portion of the market, TikTok presents an invaluable opportunity for even the most established brands to rejuvenate their presence and connect with new audiences. Here’s why your longstanding Nigerian company should consider adding TikTok to its marketing strategy.
- Access Nigeria’s Next Generation of Consumers
As the world has evolved, younger people are less and less likely to interact , engage and be influenced by traditional media and marketing, and are therefore less likely to notice or purchase a brands goods. TikTok, many businesses have noticed, is an ideal way to dismantle this issue. About 80% of TikTok’s viewership is made up of people below the age of 35, and getting them to view brand content through the application is a good way to catch their attention.
Tiktok is a good way to meet the expectations of these younger audiences, who value authenticity, relatability, and engagement, all of which TikTok’s content style naturally promotes.
- Boost Brand Awareness and Visibility
TikTok’s algorithm allows any video, regardless of follower count, to potentially go viral. This means that as long as a video is well-executed and following trends, the content can reach thousands or even millions of people organically, without costly ad campaigns.
Nigerian brands like Glo and Infinix have successfully used TikTok to increase visibility. Engaging content can help your brand reach more people, fostering awareness among younger consumers and re-establishing your relevance.
- Build Trust with Authentic, Relatable Content
TikTok encourages behind-the-scenes looks into businesses and authentic brand stories, making it easier for brands to connect on a personal level. This is important because Nigerian users value content that feels real and relatable.
TikTok is a valuable way for long-standing businesses to humanize themselves to their loyal audience, while helping potential consumers see them in a new light, giving big businesses the chance to seem less daunting.
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- Engage through Creative Storytelling and Challenges
TikTok is so popular because it thrives on creativity and innovation. By participating in popular challenges or creating specific branded challenges, a company can engage users in a memorable, fun way, making their brand seem playfully positive.
A brand with a long history can tap into this by sharing fun facts, industry secrets, or stories from its journey. Think of using trending formats to bring a brands story to life. It helps people resonate with a brands longevity and reliability.
- Cost-Effective Marketing with High ROI Potential
One of the greatest things about leveraging TikTok is the free advertising it allows. Unlike traditional advertising channels, TikTok provides cost-effective ways to reach an audience willing to engage with content without a significant upfront investment. Organic growth is achievable with quality content, and when TikTok ads are needed for a wider reach, those paid adverts are generally more affordable than TV or print campaigns.
With a strategic approach, TikTok can yield high returns by increasing brand recall, engagement rates, and even direct conversions.
In conclusion, TikTok might seem unconventional for an established brand, but it’s quickly becoming a key channel to connect with Nigeria’s younger generation. By embracing this nuanced platform, a business can stay relevant, boost engagement, and potentially drive substantial growth.
